The brief
Pontoon Solutions, a highly established name in the global HR Outsourcing industry, identified an opportunity to complement their services with an innovative Advisory Service.
This service offers expert talent to support clients on a project basis, delivering unique strategies and solutions for optimising workforces and human capital. The Advisory Service provides a fresh perspective on problems, builds on knowledge, networks, and processes, and creates unique, viable solutions.
Our primary task was to design and launch a complementary sub-brand, ensuring it capitalised on Pontoon’s reputation while establishing its own identity. The goal was to inspire trust, establish authority, and offer a premium experience, ensuring that this new service line was not perceived merely as a sales tactic but as a standalone core service.
The key challenge was to create a ‘brand within a brand’, and to support it with a compelling social content series for its launch, effectively positioning Pontoon as a respected authority in the field.
Our task
Our approach
We created a name and identity that seamlessly blended with the core Pontoon brand yet subtly stood out. What became Pontoon Instinct, had a complimentary logo, messaging pillars, content and a set of consistent visual assets that we designed to support the launch.
For the thought leadership, we delved into the hottest and most engaged topics in their four key service lines: Workplace Strategy, ESG, Procurement, and Tech and conducted in-depth interviews with their service line leaders.
Based on these insights, we developed four engaging yet practical white-papers that promoted the benefits of the new service line and spoke to their target audience’s needs.
For the social media launch, we devised a plan that spotlighted the launch of Pontoon Instinct and utilised the thought leadership as traffic drivers to the website. This ensured a sustained engagement with the audience, solidifying Pontoon Instincts’ reputation as experts and drawing attention to their new, distinct service line.
Strategy
Brand
Content: Social Media, Documents